Golfing tourism on brink of disaster

Gordon Berry, The Courier, 4 July 2008

The main industry body for Scottish golf is to hold a major workshop at Troon next month to discuss problems facing what could be an industry “on the brink of disaster.”

This was stated by the chairman of Golf Tourism Scotland, Fife-based Gary Wilkinson, as visitor levels - a big factor in the industry - are at post 9/11 levels this year and advance signs for 2009 are not good.

Mr Wilkinson said that over the past few weeks the board of GTS had become increasingly frustrated at the inactivity and planning mechanisms of the public sector bodies.

“While there is a reluctance to use the word ‘crisis’ in terms of this meeting there is a sense within the industry that the current situation cannot be allowed to continue,” he said.

“Our board is asking for the membership of GTS to make it clear that the golf industry is not happy with the planning process, nor the marketing strategy, nor the communication processes in place.

“The workshop will examine in detail proposals to develop and implement a joined-up planning structure and marketing plan led by the industry and try to determine what economic assistance is needed to help grow golf tourism ideas put forward by the industry.

“For much of the past decade golf tourism has had a series of ill thought out promotional plans, communication structures and initiatives foisted upon it.

“From the outset the industry consistently outlined the failings of the original VisitScotland .com proposals, it has raised concerns about the spending of funds on golf ambassadors, on the layout and functionality of Sam’s Scotland website, extravagant use of limited funds on sponsorships and about the budget for Scottish golf marketing.”

Mr Wilkinson said “The board of GTS are now insisting that this unacceptable level of indifference towards the industry changes and changes immediately.

“The workshop is our chance to make voices heard and ensure that the continuing mistakes and disjointed nature of the industry is altered permanently, and that the decision making and planning process is led by the industry.

He added, “We have the knowledge, we have the passion, we have the ideas; all we need is to be given the responsibility”

On the important topic of golf visitors, Mr Wilkinson said that there was no doubt that North American numbers are down.

“General feedback from operators, not just Scottish ones but those in the States, is that this is as tough a year as the industry suffered after 9/11.

“It is certainly at that level in our own business, and the advance requests for 2009 are at the same level.

“The only saving grace is that people travelling from the States to play golf are coming east.

The Irish market has just collapsed this year because of the appalling dollar exchange rate, so if people are making the choice they will come to Scotland.